Chemistry has just launched a new campaign for CG Insurance, the largest insurance provider that supports 21 countries and jurisdictions in the Caribbean and beyond, titled ‘Insuring the Spirit of West Indies Cricket.’ The work highlights CG as the official sponsor of the West Indies Cricket team at the T20 World Cup (which is being co-hosted by the Caribbean and United States). The campaign features ‘Aunt Angie’, the first brand character in the Caribbean space, created by Chemistry for CG in 2023.
Former cricketer Dwayne Bravo (DJ Bravo), who was instrumental in the West Indies’ ICC T20 World Cup victories in 2012 and 2016 stars in the campaign. His hit song ‘Champion’ became a global sensation during the 2016 ICC World Twenty20. Now, DJ Bravo has teamed up with CG’s Aunt Angie with an original song, ‘West Indies Deyah,’ (live on Spotify, Apple Music, Amazon Music, YouTube Music, iTunes, and Instagram), a rallying cry for West Indies fans across the islands.
The music video was shot by Gil Green, who is known for creating music videos for DJ Khaled, Jason Derulo, Pitbull, Camila Cabello, Lil Wayne, Nicki Minaj, and Rick Ross, among others. Grammy-winner Troyton Rami mixed and mastered the song at Black Shadow Studios Miami.
The campaign also includes a TV spot titled ‘The Greats’ which pays homage to the cricketing greats: past, present, and future. Recent and old match footage is woven together of the greatest Windies players with footage of future legends – local Bajan kids – to make it look and feel like the kids are facing off with their heroes. The spot was shot in Barbados, a CG market where the T20 World Cup finals will be played. The kids (the talent) all play for former West Indies player and legend Franklyn Stephenson’s Cricket Academy. The voiceover is done by Michael Holding, a Jamaican former fast bowler and commentator who played for the West Indies cricket team.
The integrated campaign will run on TV, CTV, OLV, OOH, radio, and social across the 21 jurisdictions. On June 21st, ahead of the World Cup Finals, DJ Bravo and Aunt Angie will have a live concert performance.